kwendi impact studies presentation 2012 (eng)

© Kwendi Impact Studies, 2012. Confidential

KWENDI

Impact Studies

2012

© Kwendi, 2012. Confidential 2

Why Kwendi?

• We are experienced in advertising, research and media markets. It has allowed to

propose efficient decision by Kwendi

- We have resolved well known problems in area of marketing research

- We deliver quick and comprehensive data

- We have developed and are developing innovative approaches


Methodic


Impact MeterTM in brief

• Impact Meter is the next step in US-based Perception Analyzer methodology launched in 80s

– Widely used to test advertising, as well as public speeches, series and movies

• Impact Meter measures perception dynamically& individually:

– Every respondent watches the video individually on a notebook

– Immediate reaction is tracked 5 times per second by the device

– The respondent moves the rotator immediately when his attitude changes

• Impact meter allows to measure any bipolar

response – positive/negative emotions, trust or

distrust, high or low interest to the content


Impact Meter Methodology

• As far as respondent changes his attitude to video or audio (from

negative to positive or vise verse) he changes rotator position

• What we can test:

– Interest/Attention

– Agreement/Disagreement with ideas in tested materials

– Positive/Negative Emotions

– etc.

• KWENDI Impact & Recall Rating is based on Impact Meter methodology provided by

KWENDI in 2008

• Every respondent watches the material being tested on his personal notebook

• He/She has special device in hands that allows to express reaction using rotator

© Kwendi, 2012. Confidential

Surroundings of tested material

6

• For measurement of unbiased respondent’s reaction we set up natural

surroundings for each tested material

• Respondent sees tested material, competitor’s one and

other things respondent is used to watching/listening

during consumption of a real media

• For instance, when we test TV commercial respondents

see such piece of TV air:


Our approach

• Priority of KWENDI Impact Studies is to help client understand is there opportunity go over clutter or not and what kind of tools are applicable for reaching of customer’s attention

• Methodic Impact Meter© allows to evaluate noticeability, memorability and awareness of advertisement as well as ad perception

• Our approach estimates of advertisement potential into information sphere and necessary tools for reaching consumer’s mind

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More detailed information about Impact Meter is here


Three fundamentals of communication

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UNDERSTANDING OF

KEY MESSAGE ETC INSTANT REACTION

MEMORABILITY,

NOTICEABILITY

From media to consumer


Map of tested TVCs

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Good recall Bad recall

Positive

Negative

Average unprompted awareness 27%

22%

all TVCs

29%

all TVCs

33%

all TVCs

16%

all TVCs

Average

Impact

Rating

score

0


Fieldwork department

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• Experienced fieldwork department

• Own recruiters network. We

don’t use ‘professional’ recruiters

for avoid ‘professional’

respondents in our sample

• Geographic distribution of hall-

tests:

with a sample 100-150 we use

different city locations


Advantages of Impact Meter methodic

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As a pre-test we may use focus group discussions for selection of brand

attributes

Quantitative data of respondents’ opinion

Sample size starts from 100 respondents

Large choice of open-ended questions

For evaluation we set up natural surroundings for commercial

Individual evaluations (socio group dynamics influence is excluded)


Products


Our services

KWENDI Impact Studies

BRAND

IDENTITY IMPACT &

RECALL RATING

TV

PRODUCTS

TESTING

AD TESTS

TVCs

print, OOH ads

radio ads

logos

slogans

jingles

corporate

identity

serials

programs

shows

music

Continuous

monthly tracking

research project for testing TVCs’ noticeability and

awareness

AD HOC CONTINUOUS

PROJECT

animatics

ready

commercials

13


Clients (nonconfidential projects)


Testing of TV commercials


Kinds of TV commercials testing

IMPACT &

RECALL RATING AD HOC

Testing of TV commercials

Comprehensive analysis of TVCs

and animatics

+

analysis of noticeability and

awareness

Any kind of sample, geo location

and additional questions

Analysis of

TVCs’ and animatics’ noticeability

and awareness

+

Analysis of special features of ad

perception

16


Impact & Recall Rating

Continuous project

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Continuous monthly tracking research project for testing TVCs noticeability

and awareness

Screener Evaluation

(Impact Meter)

Interview typical +

additional questionnaire

Participation in Impact & Recall Rating allows

• To get in a quick and inexpensive way answers connected with TVC perception and necessary data

for media planning

• Evaluate creative side of animatic and TVC. You can track any data on a monthly basis

animatics ready TVCs

tracking of perception and

awareness in dynamics

month 1 month 2


Impact & Recall Rating parameters

• Data of fieldworks: at the end of every month, 12 times per year

• Sample size: 200 respondents

• Geography: Kiev city

• Target audience: people aged 18-50, with quotas by sex and age

according to GfK TV panel data

• Selection: random selection at location

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Additional questionnaires and results

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Ad Hoc Detailed analysis of commercial

Impact &

Recall Rating

Perception and

memorability

Emotional Features

(Closed questions)

Key message and motivation

Additional

questionnaire B

Additional

questionnaire A

Continuous survey allows to measure TVC indexes of noticeability and awareness as

well as semantic features

Ad hoc survey provides comprehensive study of TVC perception features


Ad tests. TV commercials Ad hoc

– Choose target audience according to socially demographic

parameters as well as consumption peculiarities

– Choose geography of a survey

– To get comprehensive analysis of commercial’s every scene

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KYIV LVIV DONETSK ODESSA

Ad Hoc survey allows you:


Ad tests. TV commercials Ad hoc

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TV commercials

animatics Ready TVCs

Analysis of each

scene + any additional

questions:

• memorability

• key message

• advantages/

disadvantages of

the scene, music

and actors

• Intention-to-buy

measurement

• Open-ended

questions etc. • Ad hoc project allows to get detailed information about

perception of the whole commercial and each scene in particular

• Questionnaire allows to unfold motivation, hidden causes of reactions concerning

scenes, actors, music etc.


Experience

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We are proud for today:

have tested more than 700 Ukrainian TV commercials

have got more than 15 categories benchmarks

most popular media tools were tested and measured

different creative approaches were evaluated


Instant reaction

Links for watching examples of TVCs with Instant Reaction curves

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http://www.youtube.com/user/kwendiimpac

tstudies#p/u/3/MPSqljfIsII

http://www.youtube.com/watch?v=Ms

mINMh9uoc&list=UUXnM2KufIkUkv-

Jtxu0iIsw&index=14&feature=plcp

http://www.youtube.com/user/kwendiimpactstudi

es#p/u/7/Db--1gxVHSY

http://www.youtube.com/user/kwendiimpactstudies




http://www.youtube.com/watch?v=MsmINMh9uoc&list=UUXnM2KufIkUkv-Jtxu0iIsw&index=14&feature=plcp











Ad conceptions testing Storyboard VS Animatic

• Respondents estimate not so topic and subject of the commercial as specific features of drawn images

• Also situations depicted in storyboards often differ from what we see in ready commercial. So perception will be biased

• We recommend to test Rip-o-matic instead of animatic. Rip-o-matic – it’s a storyboard compiled from the pieces of existing commercials

– such approach allows approximate to ready commercial from the point of view of perception and memorability

Storyboard

Ready TVC

Animatic


Radio ad testing


Ad tests. Radio Ad hoc

26

Radio ads

• Ad hoc project for radio ad testing allows to get information about

perception of the whole commercial and each scene in particular

Analysis of each

scene

+ any additional

questions:

• memorability of

• key message

• advantages/

disadvantages of

the scene, music

and actors

• Intention-to-buy

measurement

• Open-ended

questions etc.

• Questionnaire allows to unfold motivation, hidden causes of reaction concerning scenes,

actors, music etc.


Results usage

• Radio – one of the most background media

• For evaluation of commercial noticeability we create model of a real

air

• Noticeability and memorability are the key parameters for clutter

over voicing (up to 10 spots in one ad slot)

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Results usage

• Tools used in radio creative aren’t very

wide

• As a result commercials are much similar

• In spite of radio commercials similarity

listener’s perception differs significantly

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• Memorability and instant reaction differs several times for commercials in

one test

• Low production price allows to improve commercial based on results of the

testing


Print and OOH ad testing


Ad tests 2. Print and OOH Ad hoc

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prints, OOH

• Survey after testing allows to reveal motivation and influence of advertised

brand on intention to buy the product

• During testing we expose ads for evaluation in a format of slide show

• Slide show consists of competitors’ ads, insertions from other categories, archive ones etc

• Respondent evaluate every ad during 8 seconds, he or she should fix reaction via Impact Meter


Natural surroundings for print and OOH

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• Print and OOH ads are showed to respondents in a natural surroundings including real advertising clutter

• There is a mix from competitors, near segment ads and other “noise” ads in the modeled clutter

up to 25 insertions


Brand identity testing


Brand Identity Ad hoc

logos slogans jingles corporate

identity

During study respondents evaluate

slogans, logos, corporate identity

samples in the format of slide show

Respondents fix their attitude to heart and

seen material using Impact Meter

After viewing of tested material

respondents take part in face-to-face

interview

!!! slogans and logos are not subjects of conversations among

people

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Perception of brand attributes

• People don’t think about brand attributes, it’s just part of natural surroundings

• People don’t have a good look at logos, it takes only for 3 seconds

• We test clear attributes of a brand: logos, slogans without surroundings (corporate style, graphics etc.)

• We test semantics of slogans without admixture of accompanying texts

• We advance from a little attention to maximal

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Clients (nonconfidential projects)


Contacts

Dmytro Redka

Business director


e-mail: [email protected]

mob. phone: +38 067 218 82 87

Yuriy Vyrovoy

Partner


e-mail: [email protected]

mob. phone: +38 050 358 14 81


Ukraine, Kiev, Dmitrievskaya str., 52b, off. 54, phone: +38 (044) 482 07 08

[email protected]

mailto:[email protected]

mailto:[email protected]


Thanks for your attention!

kwendi impact studies presentation 2012 (eng)

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